As generative AI continues to evolve, marketers face a choice: Does using the technology in marketing and advertising make sense for their brands? And if so, how do they go about it?
Using AI in this way of course doesn’t make sense for all marketers, which is why it’s no surprise to see Dove release a statement this week that the beauty brand, known for its The 20-year-old Real Beauty campaign has no plans to use the technology in its advertising.
“As we navigate the opportunities and challenges of new and emerging technologies, we remain committed to protecting, celebrating and championing true beauty,” said Alessandro Manfredi, Dove’s chief marketing officer, in the brand’s press release regarding the announcement. (The Dove PR noted that Manfredi and other Dove executives were not available for interviews.) “Pledged to never use AI in our communications is just one step. We will not stop until beauty is a source of happiness, not anxiety, for every woman and girl,” Manfredi added.
Dove’s involvement in this issue makes sense for the beauty giant, according to agency executives, who said they view the move as consistent with the brand’s stance against hair retouching. its advertising. For a brand that touts authenticity and realism as part of its identity, it would make sense “to also have a conversation about how AI does or doesn’t deliver on its promises,” noted Marty Senn, director of creation at Creative Shop Carmichael. Lynch.
“I’m sure others will follow their lead in avoiding AI, even if they don’t want to,” said Harris Wilkinson, creative director at The Marketing Arm. “Generation Z consumers cite authenticity as their most important value. That’s why we’ve seen the rise of micro-influencers, lo-fi, casual content, and direct engagement with buyers. And while the appeal of innovations like an AI-powered influencer who never needs a day off is undeniable, if brands pretend they’re authentic, their audiences will eventually demand that they do so. prove.
It remains to be seen whether other brands will take a similar stance to Dove on AI and make a strong commitment. Some brands like Aerie and Target made headlines in the 2010s for following Dove’s lead and pledging not to use Photoshop in ads, but such efforts have been few and far between since then.
“Dove’s announcement echoes long-standing commitments by many brands to refrain from using Photoshop retouching in their advertising, but this bold stance has not become an industry standard and I anticipate a similar trajectory when it comes to AI adoption,” said David Vélez, executive director of strategy at Media. Remezcla company. “Nevertheless, Dove’s decision emphasizes a key lesson for marketers: personalize AI strategies to align with their brand ethos. Strategizing how AI fits their brand, products, and audience is key to adopting it in their marketing and content creation.
As marketers consider the path forward in generative AI, they need to ask themselves whether the technology will add value to their brands, whether it enhances or downplays their product or service, whether their audience is skeptical about towards AI or if they are AI aficionados. , explained Vélez.
“The infusion of AI into brands will spawn a variety of approaches to AI, ranging from campaigns eschewing AI altogether to those proudly proclaiming ‘AI-powered creativity,’” Vélez said. “As AI continues to influence the advertising landscape, brands must embrace this evolution strategically, ensuring that innovation aligns with their core values and resonates with their audiences. »
Some believe the pledge not to use AI in communications could be problematic for Dove in the future, if it decides to reverse course. That could provoke backlash and create a public relations headache, said Ty Gates, communications director at Mother USA.
Jeff Rosenblum, co-CEO and founding partner of media store Questus, said he believes Dove’s commitment is “about brand, about strategy” and an “absolutely ethical move to make.”
“That said, it would be disingenuous for all brands to promise to never use generative AI,” Rosenblum added. “AI will be an essential tool for any brand wanting to tell its story quickly and strategically, and over the next few years there will be evidence that virtually every brand will need AI to evolve and compete. »
Rosenblum continues: “The ethical challenge for most brands is not whether or not to use AI, but rather how to use it. It must be used to serve the public, empowering people and creating value. It must be used transparently and authentically. Just as important: internal teams at brands and agencies must be empowered to use AI to improve their work, not replace their work.
